Fundamentally, this advertisement from beginning to end makes a very clear progression. It begins with “the hook” to draw the viewer in, using the emotions of fear, love and sadness to make a connection to the viewer and make the cause personal. This makes the viewer want to continue to watch the advertisement and also sets them up for “the request”. First however, the ad uses “the suggestion of hope” to offer a positive outlook at what the future to be, rather than focusing on a painful look into the past. It further solidifies this hope in the viewer with the credibility and logic of statistics to go along with the emotion of the images. These first two parts in the end lead to “the request”, the conclusion of the video where the advertisement makes its purpose clear in asking for a donation. The viewers are presented with a request for money in order to avoid the pain they felt in “the hook” and achieve the positive future they saw in “the suggestion of hope”.

Ultimately, the science that this advertisement deals with is not cancer research, but actually the science of advertising. The Cancer Research UK doesn’t make the focus of the video its research, but rather uses its knowledge of the potential viewers in order to best make a video that will make the most people want to donate. What this advertisement shows us is that the consumer/common man or woman makes decisions primarily based of emotions, as that is what the majority of this video is devoted to, appealing to the viewer’s emotion. This leads us to consider whether or not this is wise. Should decisions regarding money be only based on logic? Or because emotion a key component of who we are as humans, should we allow that to drive us to our decisions? Ultimately, it is up to the consumer to decide this, because the consumer dictates how advertisements are created through how they use their money.